Social media is dead long live social media ROI

SOCIAL MEDIA IS DEAD LONG LIVE SOCIAL MEDIA ROI Stefanos  Karagos  |  XPLAIN  |  March  2011   xplain.co DO U HAVE A FB PAGE? xplain.co Social media is dead long live social media roi 22-Mar-11 A TWITTER PAGE? xplain.co Social media is dead long live social media roi 22-Mar-11 A SOCIAL MEDIA TEAM? xplain.co Social media is dead long live social media roi 22-Mar-11 SO WHAT? xplain.co Social media is dead long live social media roi 22-Mar-11 IT’S DEJA VU Our     compe>tors   have  a  FB  Page   xplain.co Let’s  go     Social  too   Has  Legal     seen  this?   Is  this   Working?   Social media is dead long live social media roi Let’s  put  our  TVCs   on  YouTube!     22-Mar-11 THE LONG STORY / SHORT xplain.co Social media is dead long live social media roi 22-Mar-11 THE LONG STORY / SHORT xplain.co Social media is dead long live social media roi 22-Mar-11 10:00 AM @ OFFICE THE SCENE / BOSS IS ENTERING THE OFFICE BOSS / SEES HIS SECRETARY SURFING IN FACEBOOK xplain.co Social media is dead long live social media roi 22-Mar-11 THE DIALOG xplain.co Social media is dead long live social media roi 22-Mar-11 Overall  Men>ons   #3 MONITOR THE VOLUME OF MENTIONS Posi>ve  Men>ons   Nega>ve  Men>ons                       10   11   12   Months   xplain.co Social media is dead long live social media roi 22-Mar-11 #4 MEASURE TRANSACTIONAL FORERUNNERS WHAT  YOU   CAN  MEASURE   xplain.co MEASURE     HERE   WHAT  YOU  SHOULD   MEASURE   Social media is dead long live social media roi 22-Mar-11 #5 LOOK AT TRANSACTIONAL DATA Sales  Revenue   xplain.co Social media is dead long live social media roi 22-Mar-11 #5 LOOK AT TRANSACTIONAL DATA Transac>ng  Customers   xplain.co Social media is dead long live social media roi 22-Mar-11 TRANSACTIONS   Jan Apr Jul Oct Jan xplain.co Apr Jul Oct 160 140 120 100 80 60 40 20 Jan 160 140 120 100 80 60 40 20 Jan WEB  DATA   SOCIAL  DATA   160 140 120 100 80 60 40 20 Jan LOYALTY  METRICS   ACTIVITIES   #6 OVERLAY ALL YOUR DATA [STEPS 1-5] ONTO A SINGLE TIMELINE Apr Jul Oct Jan 160 140 120 100 80 60 40 20 160 140 120 100 80 60 40 20 Jan Apr Jul Oct Jan AND  MORE   Jan Apr Jul Oct Jan Social media is dead long live social media roi 22-Mar-11 CORRELATIONS   #7 LOOK FOR PATTERNS 160 140 120 100 80 60 40 20 Jan xplain.co Apr Jul Oct Social media is dead long live social media roi Jan 22-Mar-11 CORRELATIONS   #8 PROVE & DISPROVE RELATIONSHIPS 160 Why?  Why  Not?   140 120 100 80 60 How  this  group   was  touched  by   SM  or  WoM?   40 20 Jan xplain.co Apr Jul Oct Social media is dead long live social media roi Jan 22-Mar-11 I NEED A PROVE xplain.co Social media is dead long live social media roi 22-Mar-11 GENERAL MILLS DAVID  WITT   Senior  Manager,     Brand  Public  Rela2ons,   General  Mills   xplain.co Social media is dead long live social media roi 22-Mar-11 WHAT WILL HAPPEN IF YOU DON’T NOT CARE ABOUT ROI? xplain.co Social media is dead long live social media roi 22-Mar-11 it’s  advocates  >me   RETURN ON IGNORANCE xplain.co Social media is dead long live social media roi 22-Mar-11 IGNORANCE : BRAND’S DEATH xplain.co Social media is dead long live social media roi 22-Mar-11 THANK YOU! xplain.co Social media is dead long live social media roi 22-Mar-11 LEARN MORE xplain.co Social media is dead long live social media roi 22-Mar-11 CONTACT US IF YOU CARE ABOUT YOUR SOCIAL MEDIA ROI +30  210  6395234     xplain.co xplain.co   karagos@xplain.co    Cyprus    Bahrain    Greece    Romania    Switzerland   Thanks  for  the  inspira>on:  James  Belasco,  Oliver  Blanchard,  Alexander  Osterwalder           [...]... xplain.co Social media is dead long live social media roi 22-Mar-11 INVEST? xplain.co Social media is dead long live social media roi 22-Mar-11 INVESTMENT MEANS xplain.co Social media is dead long live social media roi 22-Mar-11 €$¥ xplain.co Social media is dead long live social media roi 22-Mar-11 ROI xplain.co Social media is dead long live social media roi 22-Mar-11 WHAT DOES IT MEAN ROI? xplain.co Social. .. Social media is dead long live social media roi 22-Mar-11 it’s  recession  >me   RETURN ON INVESTMENT ROI  =  [GAIN  FROM  INVESTMENT  –  COST  OF  INVESTMENT]  /COST  OF  INVESTMENT     the formula! xplain.co Social media is dead long live social media roi 22-Mar-11 THE BASIC RULES OF ROI xplain.co Social media is dead long live social media roi 22-Mar-11 RULE#1 ROI IS A BUSINESS METRIC, NOT A MEDIA. .. Social media is dead long live social media roi 22-Mar-11 INCLUDING SOCIAL MEDIA TO THE P&L WTF?   xplain.co Social media is dead long live social media roi 22-Mar-11 €€€€   INVESTMENT   €€€€   ACTION   REACTION   NONFINANCIAL   IMPACT   FINANCIAL   IMPACT   THIS IS  VERY  IMPORTANT,  BUT ROI  DOESN’T LIVE  HERE   THE INVESTMENT-RETURN RELATIONSHIP xplain.co Social media is dead long live social media. .. xplain.co Social media is dead long live social media roi 22-Mar-11 BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOSS xplain.co Social media is dead long live social media roi 22-Mar-11 BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOOS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? xplain.co Social media is dead long live social media roi 22-Mar-11... xplain.co Social media is dead long live social media roi 22-Mar-11 a+er  6  months   THE RESULT xplain.co Social media is dead long live social media roi 22-Mar-11 555 FANS/LIKERS content   Bla,  Bla,  Bla,  Bla   Bla,  Bla,  Bla   xplain.co audience   Who  Knows?   Who  Cares?   Social media is dead long live social media roi 22-Mar-11 facebook?  my  ass   NEXT TIME MARKETING MANAGER ASKED HIS BOSS... 22-Mar-11 ROI IS BUSINESS MEASUREMENT, NOT ALCHEMY IF YOUR EQUATION SHOWS A COST VALUE IN EUROS AND A GAIN VALUE EXPRESSED IN FACEBOOK LIKERS, YOU’RE IN TROUBLE xplain.co Social media is dead long live social media roi 22-Mar-11 SOCIAL MEDIA IS NOT FREE xplain.co Social media is dead long live social media roi 22-Mar-11 EVERYTHING YOU PUT INTO A SOCIAL MEDIA PROGRAM HAS A COST ATTACHED TO IT xplain.co Social. .. RULE #2 ROI IS 100% MEDIA- AGNOSTIC RULE #3 THE VALUES USED IN THE ROI EQUATION ARE NONVARIABLE xplain.co Social media is dead long live social media roi 22-Mar-11 RULE#4 ROI STANDS FOR RETURN ON INVESTMENT PERIOD RULE #5 EVERY RESOURCE YOU ASSIGN TO A PROJECT HAS A VALUE RULE #6 ROI CAN ONLY CALCULATED AFTER THE INVESTMENT HAS YIELD A RETURN xplain.co Social media is dead long live social media roi 22-Mar-11... HOW LONG DID THIS TAKE? SECRETARY / ONLY ONE MONTH MY BOSS! xplain.co Social media is dead long live social media roi 22-Mar-11 BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOOS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? SECRETARY / ONLY ONE MONTH MY BOSS! BOSS / CAN YOU CREATE AND RUN OUR CO’S PAGE? xplain.co Social media is dead long live social media roi. .. media roi 22-Mar-11 €€€€   INVESTMENT   €€€€   ACTION   REACTION   NONFINANCIAL   IMPACT   FINANCIAL   IMPACT   WELCOME TO ROI WORLD xplain.co Social media is dead long live social media roi 22-Mar-11 DARE TO CONNECT THEM? What is  the  unit  of  measure  [the  currency  in  other  words]  of  inspira>on?  How  about   Innova>on?  Rela>onships,  even?     xplain.co Social media is dead long live social. .. SECRETARY / 4.999 MY BOOS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? SECRETARY / ONLY ONE MONTH MY BOSS! BOSS / CAN YOU CREATE AND RUN OUR CO’S PAGE? SECRETARY / YES MY BOSS! GIVE ME 5 MINUTES the time it takes ! to start your FB Page! xplain.co Social media is dead long live social media roi 22-Mar-11 BUT HE HADN’T SEEN HER PERSONAL PAGE content   Her  sexy  photos  from ... xplain.co Social media is dead long live social media roi 22-Mar-11 ROI xplain.co Social media is dead long live social media roi 22-Mar-11 WHAT DOES IT MEAN ROI? xplain.co Social media is dead long live. .. xplain.co Social media is dead long live social media roi 22-Mar-11 A TWITTER PAGE? xplain.co Social media is dead long live social media roi 22-Mar-11 A SOCIAL MEDIA TEAM? xplain.co Social media is dead. .. dead long live social media roi 22-Mar-11 IS THERE AN EASY WAY? xplain.co Social media is dead long live social media roi 22-Mar-11 YES xplain.co Social media is dead long live social media roi